June 23, 2004 - The Showroom - Elin Wikstrom
June 23, 2004

Elin Wikstrom

Elin Wikstrom

30 June – 8 August 2004

The Showroom
44 Bonner Road
London E2 9JS
T. +44 (0)20 8983 4115
F. +44 (0)20 8981 4112
E. tellmemore [​at​] theshowroom.org
W. www.theshowroom.org
Wednesday – Sunday 13.00 – 18.00hrs

Inauguration 6 July 19.00 – 21.00hrs
Gallery Talk 20 July 18.30hrs


The Showroom is pleased to announce that Elin Wikstrom will present a new project at the gallery between 30 June and 8 August this year.
Elin Wikstrom creates ‘activated situations’ in her practice. These involve projects sited within the public domain, that question the habits, behaviour and opinions of individuals and society in general. Her projects cause a disruption in the everyday flow of events that force us to reassess our understanding of accepted codes of behaviour, value systems and social conditioning.

For The Showroom, Wikstrom will present RETAiliATOR, a project that examines how our individual freedoms alter on a daily basis as we move between public and commercial spaces. On entering the retail environment, we are no longer seen as political subjects; what counts is the money we spend and where. Stores compete for our custom by providing a ‘positive’ shopping experience; attractive stores, motivated staff etc.. Wikstrom will perform a series of actions sited in central London that will test this system by investigating the ability of major high street chains to react when something out of the ordinary occurs and the customer retaliates against the restrictions of the imposed structure.
Wilkstrom has recently made projects for DCA, Dundee, and Moderna Museet, Stockholm. Her project for The Showroom will be her first solo show in London. Elin Wikstrom lives in Gothenburg and is currently guest professor to the College of Fine Art, Umea University, Sweden.

For further information please contact Kirsty Ogg or Bridget Crone at The Showroom on 020 8983 4115.

The Showroom is financially assisted by Arts Council England, London Office. Project supported by the Academy of Fine Art, Umea University, Sweden. Inauguration sponsored by Hoegaarden.

Mary Jane Aladren, Tim Allen, Adelaide Bannerman, Claire Barclay, Jordan Baseman, Iwona Blazwick, Pavel Buchler, Sarah Carrington, Paul Collett, Laura Emsley, ezppl, Peter Fillingham, Rose Finn-Kelcey, FlatPack001, Rebecca Fortnum, Eric Franck, Frieze, David Gilmour, Simon Grant, Jackie Haliday, Ceri Hand, Margot Heller, Margot & Fergus Henderson, Paul Hobson, Martin Holman, Claire Hooper, Martin Hopkinson, Matthew Hunt, Sue Jones, Franz Koenig, Kate MacGarry, Lynn MacRitchie, Anna Milsom, Moose Foundation for the Arts, Dave Muller, Paul Nicholson, Kristine Nielsen, Campbell & Mairi Ogg, Harry Onslow, Michael O’Pray, Maureen Paley, Sarah Pulvertaft, Alison Raftery, Craig Richardson, Signwave, John Slyce, Simon Starling, Straylight, Eva Tait, David Thorp, Transmission Gallery, Catherine Ugwu, Isabel Vasseur, Marc Vaulbert de Chantilly, Grant Watson and White Window are all actively supporting the work of the gallery by joining The Showroom’s Friends Scheme.

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